Starbucks has invested such huge sums of money in fulfilling CSR, whether Starbucks’ CSR strategies can effectively influence consumers' purchase choices to bring economic benefits to Starbucks is a valuable research topic. This report was through a survey on 22 consumers to understand what they reacted to Starbucks’ CSR strategies. The main findings showed that more than 60 percent of respondents said that the CSR strategies had little influence on their choice of purchasing products. More than 60 percent of respondents were only little interested in Starbucks’ currently CSR strategies, and they knew little about Starbucks’ actions of CSR. These results to a certain extent explained why Starbucks’ currently CSR strategies failed to affect most consumers’ choice of purchasing products, it also showed that Starbucks has problems in promotion, execution and communication of its CSR strategies.

CONTENTS

1.0INTRODUCTION……………………………………………………………………………………………………………

1.1 Background……………………………………………………………..……………………………………

1.2 Aim……………………………………………………………………………………………………………….

2.0 LITERATURE REVIEW……………………………………………………………………………………………………..

2.1 Research Questions……………………………………………………………………………………….

3.0 METHODOLOGY…………………………………………………………………………………..……………………..

3.1 Sample……………..……………………………………………………..……………………………………

3.2 Materials….…………………………………………………………………………………………………..

3.3 Procedure….……………………..…………………………………………………………………………..

4.0 RESULTS AND ANALYSIS.………………………………….…………………………………………………….………

4.1 Research Question 1….…..………………………….…………………..….…………………………

4.2 Research Question 2….…………………………………………….……………………………………

4.3 Research Question 3….…………………………………………….……………………………………

5.0 CONCLUSION….………………………………………………………………………………………………………..…

5.1 Overview….…..………………………….…………………..………………………………………………

5.2 Limitations…….………………………………………………………………………………………………

5.3 Recommendations..…………………………….………………..………………………………………

REFERENCES……………………….………………………………………………………………………….……………

1.0 INTRODUCTION

1.1 Background

With the introduction and spread of stakeholder theory, the theory of sustainable development, more and more companies start to focus on corporate social responsibility (CSR) (Kim, 2014). CSR refers to the responsibility that a company must bear on employees, consumers, communities and the environment at the time when it creates profits and undertakes the legal liability for shareholders, CSR requires that an enterprise must go beyond the traditional concept of taking corporate profit as the only goal, emphasizing the focus on human values in production process, as well as the focus on the environment, consumers and contribution to a society (Yu and Choi, 2014; Abaeian, Yeoh and Khong, 2014 ). Starbucks, as one of the world's best-known coffee chains also attach great importance to CSR. In 2014, Starbucks has successfully implemented a number of global CSR projects, including the current " environmental impact minimization project ", which is still underway. According to Starbucks’s Global Corporate Responsibility Report in 2014, in 2014, the company opened its No. 500 store certified by the US Leadership in Energy and Environmental Design (LEED). Meanwhile, in 2014, among the newly opened Starbucks stores, 98% of them were built according to LEED standards. Globally, the proportion is 64% (Starbucks, 2015). It is worth noting that Starbucks has invested such huge sums of money in fulfilling CSR, then whether Starbucks’ CSR strategies can effectively influence consumers' purchase choices to bring economic benefits to Starbucks is a valuable research topic.